The Return of ’90s Makeup: How Gen X Glamour Continues to Inspire Beauty Today
The ’90s have made a strong return in fashion, and with them, some of the decade’s most defining makeup trends have also had inspiring revivals. From the rebellious appeal of grunge to the polished looks of supermodels, ’90s makeup styles are still capturing the essence of an iconic decade, both in celebrity looks and on runways. Here, a look at some of the most popular ’90s makeup trends, from smoky eyes to thin brows.
The Grunge Look: Bold Eyes and Dark Lips
The grunge makeup style of the ’90s, popularized by figures like Courtney Love, emphasized smudged eyeliner, dark shadows, and rich, moody lips. The look was messy yet impactful, defining the era’s alternative style. A staple of the grunge aesthetic, smoky eyes often used shades like black and charcoal for a deliberately “lived-in” look. Paired with dark, vampy lip colors, this makeup style is one of the decade’s most memorable and is still echoed in today’s makeup looks, which often blend grunge’s rawness with a modern touch as seen on the runway of Proenza Schouler’s spring 2025 show during New York Fashion Week.
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Supermodel Glamour: Fresh Skin and Soft Contours
The supermodel look of the ’90s was all about soft, radiant skin, minimal contour and a neutral lip. Models like Cindy Crawford and Adriana Lima were known for their understated yet glamorous beauty looks. This style was polished but relatively natural, with foundation focused on creating a flawless base, and just enough bronzer to add subtle dimension. The look is timeless, and brands like Charlotte Tilbury and MAC Cosmetics still carry products that capture this soft, supermodel-inspired glow.
Bold Brows: Thin and Defined
While today’s brows are all about volume, the ’90s embraced a much thinner, defined look. Celebrities like Pamela Anderson and Drew Barrymore set the standard for this trend, with brows that were carefully plucked and shaped into thin, arched lines. For spring 2025, Marni nodded to this iconic look, sending models down the runway with sharply defined, thin brows that honor the ’90s, meanwhile on the red carpet, Zendaya debuted razor-thin brows at the 2024 Met Gala.
Iconic Lip Liner: MAC Spice and the Defined Pout
One of the most notable lip trends of the ’90s was the use of brown or neutral lip liner paired with a slightly lighter lipstick. MAC’s “Spice” lip liner became a cult favorite, creating the outlined and contoured look that stars like Jennifer Aniston and Gwen Stefani often wore. This defined, full-lip look remains popular, inspiring modern variations that add a touch of gloss or softer hues to make it wearable for today.
Punk and Glitter Accents
Punk-inspired makeup of the ’90s took on a bold approach with heavy eyeliner, exaggerated lashes and pops of glitter — a look favored by Gwen Stefani in her early “No Doubt” career and often seen in hip-hop fashion. Glitter accents were also popular across makeup advertisements from the decade, with shades of blue, silver, and purple eyeshadow dominating the palettes of brands like Hard Candy. This playful style has had an update in eye makeup, as today’s glitter and metallic shadows channel that same spirit of self-expression.
Sharp Eyeliner and Statement Lips
The ’90s also saw makeup styles influenced by Chicana and hip-hop culture. These looks featured precise, dark lip liner paired with a nude or light lip color, as well as sharply defined eyeliner. Celebrities in the hip-hop scene, as well as icons like Selena Quintanilla, helped shape this signature style, which remains relevant in today’s makeup trends. Modern-day interpretations often blend this defined liner and lip contrast with contemporary colors, keeping the essence while refreshing the look.
The Blue Eye Shadow Moment
Blue eye shadow became a makeup staple in the ’90s, popularized by icons like Princess Diana, Angelina Jolie, Naomi Campbell and Kate Moss. Today’s figures like Kendall Jenner, Hailey Bieber and Iris Law are reintroducing the look with a modern touch. In the ’90s, shades ranged from powdery baby blues to rich teals, often applied boldly across the entire lid.
The “No-Makeup” Makeup Look
In contrast to the bolder trends, some ’90s makeup leaned toward a “no-makeup” look, focusing on fresh skin and minimal products. This look, often seen on supermodels and actresses like Jennifer Aniston and Gwyneth Paltrow, achieved a natural appearance with soft tones, neutral lip colors and subtle definition. On the recent runways of Chloé and Stella McCartney, this trend reemerged with models displaying soft, clean looks while in pop culture the “clean beauty” trend is taking way. Makeup artists used neutral lip colors and a touch of blush to achieve a natural, understated look. It was a counterbalance to the heavier styles of the time and remains a go-to today for those preferring minimalistic beauty routines.
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